YouTube is the original digital video destination. It has tried to improve the user experience by introducing YouTube offline. Over 50 per cent of YouTube consumption comes from mobile phones. The quality of telecom network, therefore, counts. YouTube today is a part of every major campaign in the country. The TrueView and format is a win-win for everyone. It makes the campaign measurable.

YouTube watch time in India has grown. Most audience on YouTube is in the age group of 15-35. Over 40 per cent is female. The consumption of language content in the South is growing.

Many OTT players pull out content from YouTube.

Amazon is planning Prime Video in India.

They have not yet launched YouTube Red in India.